Defining an identity for an identity verification startup.
Titan Medtech design and develop medical and orthopaedic devices. The Titan team help clients solve regulatory and design problems through consultation, prototyping and visualisation.
Titan are expanding their offering and are creating their own orthopaedic devices. They approached Modular to update their brand ahead of their investment in branded mould tooling and other equipment.
We worked with the Titan team to create a brand identity that was distinct from the medical corporatism of their established competition. Leaning into the strength evoked by the brand name, the identity is built around rigid forms that create impact at both large and small sizes.
Orthopaedic tools and parts can be extremely small, and each piece needs a manufacturer's mark as well as part and lot numbers. This meant that the Titan logo needed to be distinct enough to stand out but scalable enough to retain legibility at tiny sizes. The T in Titan resembles both a hammer and a screw and clearly identifies the brand's custom tools.
The Titan colour palette is inspired by the real world process of anodisation. By passing a direct electric current through the metal, an oxide layer forms on the surface of the titanium and changes its colour. While the anodised colour spectrum does have gaps (no red, for example), it's broad enough to give the Titan team plenty of options going forward.
"As a designer myself, I went into the process with Modular with a fairly firm idea of what I wanted. Alex turned that on its head pretty quickly but presented his concepts deftly and with solid rationale.
As he patiently worked through the process with us, making sure we'd explored all the options, we ultimately settled on one of his earliest designs. Proof the rationale was indeed solid.
We love the design Alex come up with. It's adventurous, unique in the market, and highly versatile. It suits us to a T.
